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Menstrual products have been used since ancient times and are now among the most widely advertised products in the world. The various ways that menstrual pads and tampons have been advertised and the means used by public relations practitioners to promote the competing products provide insights into the shifting attitudes about human sexuality and women's bodies.
Overt sex is common on TV shows and in films. Explicit sexual language is in all media. However, menstrual product companies are extremely conservative in their advertising and public relations.
Current advertising is more sophisticated and casual than in past years. Public relations activities, particularly Web sites and booklets, are more liberated, but, in general, feminine hygiene promotion is an anomaly compared to other categories.
For years, the pioneer and market leader was Kimberly-Clark, makers of Kotex pads, liners and tampons. In recent years, Procter & Gamble, makers of Always pads and Tampax tampons, has moved to the number one position in the U.S.
Johnson & Johnson makes Modess Stayfree pads and o.b. Tampons. Kimberly-Clark and Playtex Products also make tampons. Another major company is Bayer Healthcare, which makes the analgesic product, Midol, for menstrual pain.
In the past, advertising for feminine hygiene products was almost clinical with emphasis on product benefits, such as absorbency, comfort and freshness. Advertising in good taste is essential to the advertiser, the media and the consumer.
As with all television advertisers, but particularly in the personal products category, the advertising guidelines issued by the networks are extremely influential in determining what is broadcast. Obviously, stringent standards of taste are stressed, including limited use of children in the commercials.
Surprisingly, none of the guidelines at NBC and ABC use the word menstruation or menstrual product. This undoubtedly influences the language in the commercials of the menstrual products companies, which rarely mention menstruation or variations of this common word.
Some Celebrities Balk
Among the celebrities who have been featured in menstrual product advertising are actresses Susan Dey, Carol Lynley, Brenda Vacarro; gymnastics Mary Lou Retton and Cathy Rigby, and models Suzy Parker and Cheryl Tiegs. It was not easy to secure these celebrities and many models and actresses spurned lucrative offers from menstrual product advertisers.
In an advertising coup in 1921, Kimberly-Clark featured a message...